Honda Media Launches

In a highly competitive auto-market, generate motoring media excitement that translates into positive reviews and increased brand and vehicle awareness.

The challenge

Honda Australia has experienced a market resurgence requiring an evolved standard for all media launch experiences. With excitement at the forefront, product launch experiences were re-imagined to communicate that Honda’s all-new vehicles have the technology, style and performance to make them not only competitive but also sought after.

"Aesthetic's seamless, professional approach to our media activities and new car launches has created a benchmark for the way Honda Australia delivers content and launch material to the automotive media in Australia."

Neil McDonald, Group Public Relations Manager, Honda Australia

The solution

Each launch experience has been designed uniquely from scratch. Guided by a deep understanding of the vehicles’ attributes, we developed concepts that powerfully integrated with the Honda Australia brand and the unique go-to market strategies for each product.

One such example was the first ever Australian reveal and pre-launch of the Civic Type R. Bold and energetic, a high energy performance featuring 50 dancers revealing the awaited new car in Melbourne. The tightly choreographed reveal embodied the sporty and fun-to-drive spirit of the Type R and featured Honda-McLaren Formula One driver, Stoffel Vandoorne.

Location is a vital extension of the consumer market’s personality; we search nationally to find the perfect venue fit. We’ve created bespoke experiences for the Honda HR-V at Hobart’s game-changing Museum of Old and New Art, for the Honda Accord Hybrid at a sustainable, artisan space in the Southern Highlands of NSW and for the Honda Jazz at a funky Miami venue on the Gold Coast to name a few.

Communication and attention to detail is key at launch experiences. We ensure every journalist touch point is considered pre-during and post, further aligning to the vehicle’s brand within Honda’s portfolio.

Strategy

Brand Experiences and Events

Branded Environments

Communication Direction

Creative Studio

The outcome

The successfully evolved launch experience platform has been applauded in journalist feedback and reflected in Honda’s overall sales performance figures – up 21.5% for 2015, matched with an increase of 20% for overall sales in January 2017*. The public reveal performance for the Civic Type R received national media coverage across the Melbourne Australian Formula 1 Grand Prix weekend.

We have proudly partnered with Honda on the media launch for the following models: